Why Nomenclature Matters

Today, this category still lacks a universally accepted term. Alongside Balanced Protein, phrases like hybrid meat and blended meat continue to circulate, each carrying different implications for technology, quality, and trust. 

The words we choose shape how businesses organize around it, how investors evaluate it, and how consumers interpret it. For emerging protein innovations, the name becomes a framework for how people understand the products and their purpose. That same name must also resonate with shoppers and diners. If it doesn’t feel familiar, credible, or appetizing, no amount of industry alignment will move product off the shelf.

THE CASE FOR ‘BALANCED’

To identify which name could best support long-term category growth, Food System Innovations (FSI) tested more than 40 potential names for appeal, trust, clarity, and neutrality.

After preliminary screening narrowed the field to top-performing options, FSI conducted a two-phase A/B study designed to better simulate real-world product discovery and evolving consumer understanding.

Phase 1: Participants were told they would be evaluating perceptions of a new category of meat. Each respondent was exposed to one name option and asked a series of questions about their impressions without knowing the product’s specific composition.

Phase 2: The researchers then revealed that the category in question referred to a combination of animal meat and plant-based ingredients. Participants were asked a second set of questions to understand how awareness of the product’s makeup influenced perception of each name.

The Results: “Balanced Protein” stood clearly ahead of the pack:

• 73% of consumers found it appealing

• 67% found it trustworthy

• Highest purchase intent of the names tested

This two-step design enabled FSI to measure not just first impressions but how perceptions evolve once consumers understand the product’s composition. The word “balanced” consistently sparked a positive initial reaction that carried through to purchase intent even after full disclosure. It resonated across demographics and avoided the polarization associated with terms like “hybrid” or “blended.”